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Fundamentals of Advertising
Fundamentals of Advertising: syllabus and study notes
11
units
28
topics
Unit 1
Introduction
Advertising meaning and comparisons
Industry, role and limitations
Coverage, evolution and planning
Unit 2
Advertising Goals and Objectives
Goals and objective-setting approaches
DAGMAR
Unit 3
Advertising Department
Department organization and functions
Manager and interdepartmental relations
Unit 4
Advertising Agencies
Agency foundations and organization
Agency selection and relationships
Agency payment methods
Unit 5
Advertisement Construction
Visualization and creative practice
Copy foundations and structure
Headlines and slogans
Body copy and illustrations
Identification, posters and broadcast copy
Unit 6
Advertisement Layout
Layout foundations and principles
Artwork and typography
Color in advertising
Unit 7
Message Design and Advertising Appeals
Message design and models
Appeals and buying motives
Unit 8
Media
Media research and types
Media selection and scheduling
Unit 9
Advertisement Budgeting
Budgets and expense items
Budget procedures and appropriations
Unit 10
Testing of Advertising Effectiveness
Effectiveness testing rationale and areas
Pre-testing and post-testing methods
Unit 11
Project Work
Project requirement
Assignment and preparation